Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business. You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy.

Get it on Amazon (Kindle/Print)

Canadians go multichannel for wireless purchases

SaskTel ranks top for purchase satisfaction

Even during the height of the pandemic, the in-store purchasing experience receives the highest satisfaction from customers (735 on a 1,000-point scale) compared with 687 for carriers' websites.

The study shows that carriers' websites have the lowest purchase transaction completion rate (46%) compared with phone (63%) and in-store visit (77%). In fact, those customers using the website first require two additional contacts, on average, and often defer to another channel to complete their transaction.

"With continued restrictions regarding in-store operations and an expectation of doing everything online, there's an opportunity for carriers to lessen the effort required to complete wireless retail transactions through the web channel," says Adrian Chung, director of the technology, media & telecom practice at J.D. Power Canada. "Despite the challenges of potential channel limitations and customers' desire to interact with a live person, adding more natural live-chat features, incentivizing customers and closely matching retail offerings available through other channels can enhance the web experience to make it more relevant and appealing."

Channel preference correlates to customer intention. Customers most frequently call their carrier when seeking to either upgrade (36%) or downgrade (39%) their plan or remove an existing line or device (47%). In-store visits are the preferred option when customers seek to sign up for a new service (34%) and purchase a new device (37%). All channels are used equally when adding a new line or device (29%).

Following are key findings of the 2021 study:

• Online provides the most time-efficient experience
  Carriers' websites are the most time-efficient channel for customers to use, requiring just under 19 minutes, on average, to complete a purchase or make an account change, compared with phone (+25 minutes) or in-store visit (+42). Coupled with providing the lowest cost per contact, online offers an untapped opportunity for carriers to improve the customer purchase experience.
• New customers are price sensitive
  Slightly more than half (52%) of wireless customers who switched their carrier during the past 12 months did so because of the cost of the wireless plan. Service plan options (28%), customer service and promotions (23% each) are cited as other key reasons for recently switching providers.
• Wireless plans value diminished, but still meet needs
  Compared with 2020, customers are less likely to agree that their wireless plan has improved in value (-18%) or is affordable (-13%). However, most customers say features and prices are easy to understand (65%) and that their wireless plan is meeting their needs (69%).

Study Ranking
SaskTel ranks highest in overall customer satisfaction this year with a score of 758. Freedom Mobile (753) ranks second and Koodo Mobile (749) ranks third.

The 2021 Canada Wireless Purchase Experience Study examines customers' wireless purchase experiences across sales-related activities in stores, over the phone, via website, and through mobile app. The study is based on responses from 4,845 wireless customers who currently have service from an eligible carrier and who have had a purchase experience in the past six months. The study was fielded between February and March 2021. For more information about the 2021 Canada Wireless Customer Experience Study visit https://canada.jdpower.com

Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business.

You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy. Grab this goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, technologies, research, suppliers and partners, plus all the supporting arguments you need to build a solid CX strategy.

While most marketers could list maybe a dozen key points for improving their brand's Customer Experience (CX), the researchers and writers at The Marketing Factbook have identified FORTY main 'CX Keys' which will help you drive your customers to new levels of delight, loyalty, advocacy and profitability.

The areas in which customers have direct contact with your organization are perhaps the most obvious places in which CX improvements can be made, and this report addresses all 24 of these 'Direct CX Keys', applicable to offline and online businesses alike.

At the same time there are many other areas that indirectly affect CX (such as the supply chain, policies and processes) in which every business can make simple but far-reaching improvements. This report guides you through the problems and solutions for all 16 of these 'Indirect CX Keys', many of which are often forgotten or under-played even in the best CX strategies.

Get it on Amazon (Kindle/Print)